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Production And Marketing Strategies

Preparation & Implementation of MSS and SREP:
All the Districts in Maharashtra have already prepared the District Strategic Research and Extension Plans (SREPs) which include various agricultural extension activities for increasing agriculture, horticulture and live stock production. To give focused attention to market-led extension, each ATMA District would prepare a Marketing Strategy Supplements (MSS) to the SREP. The MSS will be developed under the guidance of experts in marketing extension and agribusiness based in the VANAMATI Nagpur who would be trained and oriented in the concepts and procedures of preparing MSS and market-led extension at the MANAGE, Hyderabad. They would become resource persons to guide, mentor and facilitate District teams to prepare MSSs.

Preparation of MSS in each District would follow following steps in logical sequence:

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Preparation & Implementation of MSS and SREP:
All the Districts in Maharashtra have already prepared the District Strategic Research and Extension Plans (SREPs) which include various agricultural extension activities for increasing agriculture, horticulture and live stock production. To give focused attention to market-led extension, each ATMA District would prepare a Marketing Strategy Supplements (MSS) to the SREP. The MSS will be developed under the guidance of experts in marketing extension and agribusiness based in the VANAMATI Nagpur who would be trained and oriented in the concepts and procedures of preparing MSS and market-led extension at the MANAGE, Hyderabad. They would become resource persons to guide, mentor and facilitate District teams to prepare MSSs.

Preparation of MSS in each District would follow following steps in logical sequence:

Step IV: Developing strategies for market led extension and focusing issues, developing outline /framework for MSS on the basis of the Project thrust area

Step V: Developing activity schedule and approval of MSS by ATMA

The activities under component B will be kept in view and linkages will be developed with the same for improving the markets. The process of preparing MSS will be led by the Agricultural Marketing Expert in the ATMA and would involve the District level officers of all Line Departments. The District core team after getting training from expert team at VANAMATI would train AES teams involving taluka level officers of all Line Departments in data collection and data analysis. The development of strategies, activity schedule would be carried out by the District core team, under the guidance of state level facilitators. The preparation of MSS would be closely monitored by the PIU of the Line Departments. Necessary guidance and assistance would be provided to the Districts from state level. The process of preparation of MSS of all the Districts will start as soon as possible. The MSSs of 10, 11 and 12 Districts would be completed during the first, second and third phase of the project respectively. The expenditure would be incurred on TA/DA, stationery, hiring of vehicles and other operational costs. The provision for this activity will be made to respective ATMAs.

The SREP and MSS documents will act as a template for setting a direction towards market-led extension and agricultural productivity enhancing activities in the District. Further, these will facilitate resource allocation across program areas. The MSS and SREPs, therefore, would become the basic documents for the development of work plans at village, block and District level. The objective is not to duplicate what is already being supported under the centrally sponsored ATMA (extension reforms) and other schemes, but to fill critical gaps in the on- going schemes with special focus on market-led extension. This will help in making efficient use of the public funds provided by the GOI and GOM, including ‘Support to State Extension Program for Extension Reforms’, ‘National Agricultural Development Plan’ and ‘National Food Security Mission’.

The Block Technology Team (BTT) members of the project areas would identify the activities of SREPs and MSSs which are relevant to their Taluka. These will act as guiding principle for identifying activities for preparing the Block Action Plans which will be combined to prepare District Annual Action Plan. The BTT and FIAC members shall take following issues into consideration for preparing the Block Action Plan:

Extension activities identified in SREPs and MSSs

Group demand as identified by FIAC members

Ongoing scheme activities for dovetailing with MACP activities

Success stories identified for replication

The SREP and MSS of each District would give description of the strategy to be followed for improving competitiveness of agriculture in a particular District. The specific activities coming from SREP and MSS would vary from District to District. Although the SREPs for all the Districts have been prepared, the MSSs will be prepared after the project becomes effective. The execution of extension program would naturally differ from District to District as it has to take into account the needs and priorities of the local communities as reflected in the SREP and MSS.